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Shein, Chinese fast-fashion giant, opens its first physical store in Brazil

Popular with online shoppers, Chinese fashion giant Shein has gained its first physical stand in the country.

The store, in pop-up format — that is, a temporary sales space — was opened last Saturday (19) at Village Mall, a mall in the West Zone of Rio de Janeiro, and will remain open until Sunday (27).

The space, which has more than 5 thousand square meters, will have 3 thousand pieces of different styles selected for the carioca public.

According to V3A, the agency that developed the project, the store’s objective is to “strengthen Shein’s presence in the Brazilian market, and specially designed to bring the multinational retail store closer to the local consumer”.

The idea is to open other stores like this across the country throughout the year.

In addition to the promotions available to store visitors, on Thursday (24), the store will receive musical groups Now United and The Future X for a meeting with the fans. Thirty tickets were made available for free and quickly sold out.

about Shein

Founded in 2012 by Chris Xu, the brand is part of a wave of Asian e-commerces that have gained more and more space in the world market, along with companies such as Shopee.

With frequently updated collections, a vast inventory of sizes and models, and affordable prices, Shein has grown into one of the world’s largest fashion retail and e-commerce companies, shipping products to over 150 countries.

According to data from BTG Pactual, it is estimated that, in Brazil, 1.8 million users access the brand’s app at least once a month, surpassing C&A apps (1.1 million); Submarino (1.4 million) and approaching Renner (2.2 million). The report also estimates that Shein has earned BRL 2 billion in 2021 in the country.

These numbers are seen as a challenge to local companies by analysts at XP Inc. In a report published in February 2022, experts say: “we see the movement as negative for Brazilian retailers focused on medium/low income, since it should increase the competitive environment of the sector.”

For them, the brand’s main challenge when competing with the local ones is its delivery time, which can reach 30 days. However, the pop-up strategy could mitigate this problem, making the situation worse for companies like C&A, Lojas Renner and Hering, they said.

* Under supervision of Ligia Tuon

Source: CNN Brasil

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